CSBA ad campaign shines spotlight on unsung heroes
The exceptional work of board members is recognized through a multipronged initiative
The past two school years have tested governance teams like never before and clarified the central role that public education plays in our society. Working without a blueprint, schools have navigated the shift to a virtual learning environment, while also keeping the physical and social-emotional needs of students and families in mind. Unfortunately, not everyone appreciates what governance teams accomplished when faced with an unprecedented challenge, insufficient resources and inconsistent guidance. CSBA’s new School Boards in Action campaign aims to change that.

On May 17, CSBA debuted a radio ad in the Sacramento and Los Angeles metro areas emphasizing the critical role school boards have played in supporting students and families despite incredibly adverse conditions. On May 25, the campaign expanded to include stations in the Fresno and San Diego markets. The spots emphasize how schools have gone beyond their traditional functions to become technology centers, food distribution networks and public health resources, among other valuable services. It also focuses on the intense preparations school boards are making for summer school and the return to full-time, in-person instruction this fall.

The radio spots are complemented by a social media campaign consisting of four videos. Trustees from Auburn Union SD, Baldwin Park USD, Mountain View Whisman SD and San Diego USD filmed videos showing how their districts are addressing the academic, social, mental health, nutrition, and technological needs during the pandemic and in preparation for the fall.

The videos build on months of blog and social media posts featuring the impressive work of districts and interviews with board members, which laid the foundation for the School Boards in Action campaign. Although the radio spots ended the second week in June, CSBA staff will continue to use its own communication channels to promote stories that illustrate how school boards are going above and beyond to serve students and families.

Visit the School Boards in Action webpage at